Your broker peers are embracing the new normal. Are you?

The insurance space has long been ripe for innovation, and we’ve been approaching a tipping point for over a decade. Research shows that our industry is one of the most susceptible to future disruption, and subtle shifts in recent years have proven that to be true.

We’ve started to digitize, while compliance has become more complex thanks to ever-changing regulations. We’re up against more competition than ever before. And the role of a benefits consultant has changed considerably: from plan designer to financial advisor, talent expert, benefits educator and more.

Also in this series: 3 ways to up your benefits communication game

But no year has caused such massive change as this past one. We’re all sick of hearing it, but  it’s true: 2020 was unprecedented.

That means it’s time for benefits consultants to buckle up, rethink outdated policies and processes, and adjust to the new world we’re living in — because we’re never going back.

Welcome to the new normal

In many ways, the global pandemic disrupted the status quo overnight, and forced you and your clients to change so much about how you operate. Remote work is the norm, which means your clients and their employees are harder to reach than ever. And that comes at a particularly bad time—when employees are dealing with an increase in health and financial issues, and they’re stressed and confused about their benefits.

So this year, benefits consultants have embraced technology as a way to connect with their clients and educate employees:

What type(s) of technology did you leverage in order to help your clients close communication gaps with their employees in 2020? 

Source: Jellyvision 2021 Broker Survey

Great job, brokers! You got creative and digitized your day-to-day so that you could continue to provide value for your clients during an unusual year. And while the world is opening back up and many of us are headed back to the office, these virtual communication channels may feel like they were just a stopgap while we dealt with the side effects of COVID.

But many of these shifts in how we operate are permanent. Many offices will never work full-time in person again. And 1 in 5 employees say their employers aren’t doing enough when it comes to benefits education, and they’ve come to expect more holistic support. 

So as much as we may want to pine for the “good old days” and wait for a return to the status quo, we can’t.

Benefits consultants are already embracing change

The benefits consultants who use this moment as an opportunity to adapt to the new normal and provide more value are the ones who will win new business and keep their clients happy. The good news? Many of you are already starting to embrace the massive shifts we’ve experienced this year. 

In fact, 70% of benefits consultants say technology has increased their overall efficiency. And according to a recent survey we conducted, brokers generally feel positive about moving away from paper enrollment in favor of digital-first experiences: 

Based on your experience over the last year, how positively or negatively do you view the following impacts to your industry, brought on by the pandemic?

The best part? When brokers use technology, it’s a win-win for everyone. 85% of employees say they have a better understanding of their benefits after using a personalized benefits engagement tool, and benefits pros have been able to decrease the amount of questions they receive by 50%.

2021: Your moment to shine

2020 changed nearly everything about how brokers communicate with their clients and employees. In many ways, it was a scramble: to take in new information each day, adopt virtual strategies as quickly as possible, and hope for the best. 

And while on-the-fly tactics may have worked last year, we’re entering a new era. In 2021 and beyond, we need to prepare with purpose. We know that organizations will continue to work remotely for many months to come. We’ve developed virtual communication best practices that work better than in-person programs. And we know that innovative technology drives higher engagement, greater health and financial results, and stronger client relationships.

That means it’s time to step up. Your clients demand more of you, and the broker’s role is expanding. Embracing our changing world and adapting to the new normal is how top-performing brokers will serve clients better and win new ones this year and beyond. Chad Schneider grew up in Woodland Hills, CA with the dreams to be the next Steven Spielberg and winning an academy award. Upon graduating business school, he realized that his becoming Steven Spielberg was a long shot and started selling insurance. An internship turned into 14 years with Aflac.  Chad subsequently ran sales for Code SixFour, and now serves as Jellyvision’s VP of Channel Sales. When Chad is not working he enjoys movies, eating deep-dish pizza, playing foosball with co-workers and traveling.